Why sport and gaming are a powerful combination for consumers
Steve HemsleySport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
‘Evolve or die’: Meet the brands winning the race for cultural relevance
Charlotte RogersAn ability to drive positive change, disrupt the norm and form authentic partnerships is helping brands from Adidas to TikTok to Gymshark achieve cultural relevance in the world of sport.
How Chelsea FC increased fan loyalty off the pitch
Matthew ValentineChelsea Football Club can only accommodate a tiny fraction of its fan base at its stadium, so launched a mobile app to drive engagement across the world on match days and beyond.
BT on its mission to ‘advertise sport differently’
Matt BarkerThe broadcaster’s latest ad campaign celebrates the return of the Premier League and anticipates big changes in our viewing habits.
The Olympics’ new marketing strategy: Going ‘direct-to-people’
Matt BarkerA digital-led marketing approach is opening up new channels for the International Olympics Committee, allowing it to reiterate its values ahead of the postponed Tokyo 2020 Games.
The FA’s marketing boss on the ‘rollercoaster ride’ of football’s new reality
Charlotte RogersFrom the postponement of Euro 2020 to the prospect of staging the first behind closed doors FA Cup final, former Pepsi marketer Kathryn Swarbrick has been on a steep learning curve since joining the FA in October.
F1 celebrates the power of athlete activism with return to the track
Matt BarkerAhead of the new season kicking off on Sunday, the sport’s marketing boss Ellie Norman discusses racing, racism and responsibility.
Why sponsors are playing the long game as live sport restarts
Matt BarkerThe cancellation of major sports competitions due to Covid-19 has forced brands to rethink their strategies. While some struggled to adjust, others saw possibilities for a different approach to storytelling.
How The Ticker improved the odds for gambling brands’ mobile success
Ellen HammettFrom boosting display ad conversions by 1,200% to increasing viewability to more than 90%, The Ticker has significantly improved campaign performance for a number of online betting brands.
Adidas hails effectiveness of #hometeam campaign but cuts spend in response to pandemic
Sarah VizardAdidas is upping spend on digital as it looks to make the most of the shift online.
Sport in lockdown: Why brands are looking online for answers
Matt BarkerWith traditional live sporting events on hold during the coronavirus crisis, action-starved fans are turning to esports for their competitive fix. Now sponsors and broadcasters are taking note.
Olympics postponement brings new opportunities for sponsors
Matt BarkerPushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
Sponsors’ plans in disarray as Olympics postponed
Matt BarkerSponsors will need to devise a new strategy as the International Olympic Committee finally postpones Tokyo 2020 amid the worsening Covid-19 pandemic.
Industries need to innovate to survive the coronavirus lockdown
Harry LangWhere possible, marketers should take a leaf out of the betting industry’s book, taking advantage of new virtual events and online markets, as coronavirus lays waste to business as usual.
Intersport’s mission to become a global destination for local sport
Ellen HammettWhile mainstream sports such as football, basketball and tennis continue to attract the most attention, Intersport hopes a focus on local sports and communities will give it an “edge to stay relevant” in a competitive sports retail environment.